Should children be shielded from marketing? At what age are they able to identify persuasion attempts?

Based on the research, there are several key points to consider regarding children’s ability to identify persuasion attempts in marketing and whether they should be shielded from advertising:

1. Age and cognitive development play a major role in children’s ability to understand advertising:

• Young children under 8 years old are generally considered cognitively and psychologically defenceless against advertising. They often do not understand the persuasive intent of ads and may accept advertising claims at face value[1][4].
• By around 7-8 years old, most children can describe the “selling” intent of television advertising both verbally and nonverbally[9].
• However, understanding more complex persuasive intent and tactics continues to develop through childhood and adolescence[3].

1. Even older children and teens remain vulnerable to advertising effects:

• Studies indicate that advertising impacts the attitudes of children and young people of all ages, even those with more developed critical reasoning abilities[3].
• Adolescents are particularly susceptible to digital marketing tactics, which can be harder to identify as advertising[3].

1. Exposure to advertising is pervasive and increasing:

• Children view an estimated 40,000+ ads per year on TV alone, with additional exposure through digital media, magazines, schools, etc[1][4].
• New interactive technologies and targeted digital marketing raise additional concerns about children’s ability to recognize advertising[1].

1. Advertising can have negative impacts on children:

• It may contribute to childhood obesity, poor nutrition, and increased interest in tobacco/alcohol[1].
• It can lead to materialistic attitudes, low self-esteem, family conflict, and impulse buying behaviours [5].

1. Some protections are in place, but many experts argue more are needed:

• Several European countries restrict or ban advertising to young children[1].
• In the US, there are some regulations around advertising to children under 13, especially online[4].
• However, many researchers and child advocates argue current protections are insufficient given the pervasiveness and sophistication of modern marketing tactics targeting youth[1][3].

In conclusion, while children’s ability to identify advertising intent increases with age, research suggests even older children and teens remain vulnerable to its effects. Given the potential negative impacts, many experts argue for stronger protections, especially for younger children. However, there’s debate over the appropriate extent of restrictions, balancing concerns about exploitation with arguments about commercial free speech and the potential benefits of some advertising. A nuanced approach considering children’s developmental stages and the nature of different marketing tactics may be warranted.

Citations:
[1] https://publications.aap.org/pediatrics/article/118/6/2563/69735/Children-Adolescents-and-Advertising
[2] https://www.apa.org/pubs/reports/advertising-children
[3] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9724173/
[4] https://online.csp.edu/resources/article/marketing-to-children/
[5] https://parenting.firstcry.com/articles/effects-of-advertising-on-children/
[6] https://www.commonsensemedia.org/articles/what-is-the-impact-of-advertising-on-kids
[7] https://pubmed.ncbi.nlm.nih.gov/29093052/
[8] https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9520784/
[9] https://www.sciencedirect.com/science/article/abs/pii/S027795361100061X

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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